Globally, brands must convey strong quality credentials in order to justify pricing; particularly those positioned at a premium, as well as attract customers to their products in an increasingly competitive marketplace, according to GlobalData, a leading data and analytics company.
Notably, the importance of natural credentials is strong within the personal care space. GlobalData’s Q3 Global Consumer Survey found that natural/chemical-free claims were most perceived to be associated with high quality in personal care with 38% of consumers globally associating this attribute with high quality.
Jamie Mills, Senior Consumer Analyst at GlobalData, comments: “Following this, brand heritage and whether the brand was established is another key marker of high quality for consumers when making their personal care purchases. This suggests that longstanding players in the market are well placed to convey high quality credentials. Nonetheless, the growing interest in niche players across the personal care space highlights that newer brands can also win through their focus on an authentic brand story, meaning, and purpose.”
This factor is on par with environmentally-friendly credentials suggesting the importance of sustainability in conveying a quality proposition. Brands must take note particularly as awareness of the impact FMCG products have on the environment including packaging waste and plastic pollution is growing.
Mills continues, “Looking ahead, discerning consumers will seek multi-faceted products which leverage a number of different cues to convey quality. Combining numerous quality markers such as natural and environmentally-friendly can serve to create a unique product offer but also emphasize a strong message of quality.”